A little honesty goes a long way. For Jessica Alba, Golden Globe-nominated actress and founder of baby products e-retailer The Honest Company, that statement rings truer than ever.

The site just secured over $27 million in funding to grow the baby products space online. And Honest.com investors have quite a portfolio, having also funded successful online retail spaces including ShoeDazzle, LivingSocial, Twitter, Zynga and Netflix.

The overwhelmingly positive response we have received since our recent launch has shown us we need to continue dedicating time and resources to further develop our Honest brand and community,” Alba said in a press release. “The new funding confirms our positioning and acknowledges the big need for a brand and service to deliver pure, healthy products that are delightful, effective and beautiful.

Alba runs Honest.com with Christopher Gavigan, the former CEO of nonprofit Healthy Child Healthy World.

Honest.com wants to steer parents away from baby products made with toxic chemicals, offering an abundance of natural soaps, diapers, household cleaners and other must-haves for new parents.

“Only a few hundred of the more than 80,000 chemicals registers for use in U.S. products have been adequately tested for safety,” the company says on its website.

The online retailer specializes in providing monthly subscriptions for diapers and other family essentials.

The funding from General Catalyst Partners, Lightspeed Venture Partners and Institutional Venture Partners will help Honest.com develop new products and growth as an e-commerce site, according to the press release.

via [ mashable ]

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